"Laughter is the closest distance between two people." - Victor Borge

Introduction

Humor in marketing can be a brilliant tactic, fostering connections and boosting engagement. However, it can also misfire, leading to backlash and damage to brand reputation. Let’s explore some brands that have navigated this terrain successfully and others that have stumbled.

Brands That Have Mastered the Art of Humor

1. Old Spice

Old Spice's "The Man Your Man Could Smell Like" campaign is a quintessential example of humor done right. The series of ads featuring Isaiah Mustafa were absurd, witty, and instantly memorable. The campaign revitalized the brand, significantly increasing sales and transforming Old Spice into a trendy, youthful product. The humor was clever and well-executed, appealing to both men and women with its over-the-top, self-aware style.

2. Dollar Shave Club

Dollar Shave Club’s launch video, “Our Blades Are F***ing Great,” used humor to disrupt the shaving industry. The video combined a straightforward product pitch with irreverent humor, setting the tone for the brand’s identity. The ad went viral, attracting millions of views and establishing Dollar Shave Club as a major player in the market. The humor resonated with their target audience—young, budget-conscious men—by being relatable and refreshingly candid.

3. Poo-Pourri

Poo-Pourri’s humorous approach to a typically taboo subject has been a cornerstone of its marketing strategy. Their ad “Girls Don’t Poop” features a prim and proper British woman discussing bathroom odors with a cheeky tone. The humor disarms viewers, making the product’s purpose clear and acceptable. This campaign helped Poo-Pourri carve out a niche in a market where discretion is often paramount, turning a potentially embarrassing product into a popular item.

4. Squatty Potty

Squatty Potty’s ad featuring a prince and a unicorn pooping rainbow ice cream was a humorous and whimsical way to address a delicate topic. The ad was entertaining and educational, explaining the health benefits of using the product while keeping viewers engaged with its bizarre yet delightful premise. The campaign’s humor made the brand memorable and drove significant sales increases.

When Humor Backfires: Missteps in Marketing

1. Pepsi

Pepsi’s 2017 ad featuring Kendall Jenner was an attempt to connect with the younger generation using social justice themes. The ad showed Jenner joining a protest and handing a Pepsi to a police officer, supposedly bridging the gap between protesters and law enforcement. The ad was widely criticized for trivializing important social issues and was perceived as tone-deaf and exploitative. Instead of humor, it came off as insincere and disrespectful, leading to a swift backlash and eventual withdrawal of the ad.

2. McDonald’s

McDonald’s UK faced criticism in 2017 for an ad that featured a boy talking about his deceased father. The boy’s mother tells him that he shared a love for a Filet-O-Fish sandwich with his father, which was meant to be a heartwarming moment. However, many felt that McDonald’s was exploiting grief for commercial gain. The attempt at humor and sentimentality was seen as insensitive and inappropriate, leading to public apologies and withdrawal of the ad.

3. Kenneth Cole

In 2011, fashion brand Kenneth Cole tweeted, "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online." This attempt at humor during the serious and tumultuous Arab Spring protests was met with immediate backlash. The tweet was seen as trivializing a significant political event for marketing purposes, resulting in widespread criticism and damage to the brand’s reputation.

4. Audi

Audi’s 2017 Chinese wedding commercial was intended to be humorous but ended up being offensive. The ad compared a bride to a used car, suggesting the importance of a thorough inspection before making a purchase. This comparison was criticized for being sexist and demeaning to women. The backlash was swift, and Audi had to issue an apology and remove the ad.

Conclusion

Humor in marketing can be incredibly effective when executed with care and sensitivity. Brands like Old Spice, Dollar Shave Club, Poo-Pourri, and Squatty Potty have used humor to their advantage, creating memorable and engaging campaigns. However, when humor is poorly timed or misaligned with the audience’s values, as seen with Pepsi, McDonald’s, Kenneth Cole, and Audi, it can backfire spectacularly.

The key to successful humorous marketing lies in understanding the audience, respecting cultural sensitivities, and ensuring that the humor aligns with the brand’s values and message. When done right, humor can create strong emotional connections and drive brand loyalty; when done wrong, it can lead to public relations disasters.

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Recommended Reading: "The Content Beast" by Geoffrey Klein.